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From Corporate Exec to Brand Owner – and Straight Onto Walmart Shelves

One of the things Alex Yale loves about being an entrepreneur is that whatever work he invests into the business, he gets back. Every action he takes is one meant to directly benefit the brand. He’s not pulled into other people’s projects, and his calendar is not filled with other people’s meetings.

Yale

At the same time, the challenges are all his own. If a problem arises in the middle of the night, it’s up to him to solve it right then. And of course, it can be difficult to unplug. Indeed, there are no traditional office hours when you are a brand-owner.

But it’s in Yale’s blood to be an entrepreneur. After all, each of his parents is a small business owner, and after a career in the corporate world that spanned a consulting firm, teach company and an e-commerce business, he felt the need – or calling, if you will – to launch household cleaning and chemicals brand Uncle Todd’s, and with a small investment of time on a RangeMe submission, ended up on the shelves of 2,000 Walmart stores to date.

Who is Uncle Todd?

We all have one of those people in our lives. The person …

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Navigating the Tariff Challenges: How RangeMe & ECRM Can Help

It seems as if Liberation Day has been anything but liberating for those in the retail and foodservice industries. President Trump’s reciprocal tariff strategy launched on April 2 has led to buyers and brand-owners scrambling to adjust their sourcing practices in an effort  to minimize the impact on their businesses.

As some countries try to engage in bilateral negotiations to modify some of these tariff rates, and some exemptions are being made, the fluidity of the situation makes it difficult to predict what the final outcome of these tariffs will be. As a result, retailers and foodservice operators are now paying much closer attention to where their products and ingredients are coming from. To help in these efforts, RangeMe and ECRM launched its new TariffSmart Sourcing initiative.

What is TariffSmart Sourcing?

TariffSmart Sourcing is a global sourcing initiative that connects buyers and brands based on Primary Country of Origin—helping retailers discover products from trade-friendly regions that align with their sourcing strategies, cost structures, and compliance goals. It  empowers buyers to navigate shifting trade landscapes and find the right products—made in the right places—faster. It also enables suppliers to gain exposure with buyers who are specifically seeking products from their region …

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Why Independent Retail Still Wins for Emerging CPG Brands

While many entrepreneurs dream of their products dancing beneath the fluorescent lights of a national chain, the reality behind those dreams often carries a cost. Hidden among the towering pallets and pristine endcaps are pitfalls that few discuss: slotting fees that siphon margins, chargebacks that gnaw at profits, and a glacial approval process designed less for innovation than for inertia.

In contrast, independent retail doesn’t shout. It whispers with weight. It listens. And most importantly—it acts.

These retailers are more than storefronts; they are sentinels of their communities. Each product on their shelves isn’t just another item—it’s a handshake, a recommendation, a vote of confidence. Step into a family-run corner store, and you’re not just entering a point of sale—you’re stepping into a story, often generations in the making. Every squeak of the wooden floorboards tells of endurance. Every worn countertop hints at a thousand exchanged smiles.

And this is where new products thrive—not because of glitzy packaging or a massive ad budget, but because of trust. A trust that’s built face to face, one conversation at a time.

Independent retailers know their customers

Independent retailers operate close to the customer. They don’t just know buying patterns—they know birthdays. They …

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How One CPG Distributor Casts a Wide and Deep Net for Retail Buyer Engagement

New York-based distributor Hey You faced a unique challenge. The company represents approximately two dozen emerging brands spanning the food and beverage as well as health and beauty care categories, and provides them with an array of services to ensure they are ready to do business with U.S. retailers. At the same time, it can offer retail buyers creative solutions that include multiple brands and leverage its distribution and merchandising capabilities.

The challenge was this: How could Hey You shine the spotlight on each of its brands within the retail buyer community, but also engage buyers in deeper level discussions during which it could highlight the various ways in which it could serve their needs?

The solution: A RangeMe Pro subscription paired with ECRM’s in-person Sessions. RangeMe Pro enables Hey You to highlight each of its brands with their own unique profile page, providing them with 24/7/365 exposure, while ECRM Sessions offer private, prescheduled in-person appointments with buyers, giving the distributor the opportunity to have more in-depth discussions and build long-term relationships.

During my interview and subsequent visit to its headquarters, Hey You owner Susan Darretta dove into the company’s background and the comprehensive services it provides to both brands …

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RangeMe Pro Subscriber Big Guns Coffee and Farm landed Walmart right out of the gate from it’s very first in-person buyer meeting. Even more impressive: it was the brand’s 10-year-old CEO did the pitch! The meeting, which came from an Immediate Opportunity submission, was held at ECRM’s Coffee Tea and Cocoa Session in Vegas last year.

That was followed by more wins from the RangeMe Live meetings it had at that Session (three in-person meetings are part of the RangeMe Pro subscription). And still more from ECRM’s Diversity & Minority Owned Food & Beverage Session.

In addition to Walmart, they have landed deals with Sprouts Farmers Market, The Exchange, and several other retailers and distributors.

This past February Charli and her dad, T.Shane Johnson (who refers to himself as “Charli’s assistant” on his business card) participated in a full schedule of meetings at ECRM’s Winter Coffee, Tea & Cocoa Session, and were a big hit with buyers. More deals are sure to come.

T.Shane: Motivational speaker & ‘madman’

The company has a unique origin story: T.Shane is a Marine Corps Veteran, serial entrepreneur, motivational speaker, madman (according to his bio), author, philanthropist, and world record athlete (he held the record …

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What’s in a name? A Lot, if You Ask RangeMe Top Brand Yes Honey

Nobody wants to enter “naked chicks” into their browser search while they are on their work computer. But that’s what people had to do to find the honey-sweetened sodas and drizzlers created by Yes Honey Founder Heather Mincer, when her company was originally called Naked Chicks Pasture. 

When you know the brand’s origin, the name makes sense. It sold pasture-raised chickens with no chemicals or antibiotics on a small farm in Norwood, Mo. It had no online presence, and most of its sales came from word-of-mouth. Even when it started making honey-sweetened soda and drizzlers, the products were initially sold only at local farmers’ markets, so the brand name worked. It was catchy. (In fact, Heather still retains the title of “Head Chick” in her LinkedIn profile!)

Mincer

But as Mincer’s sales grew and she looked to reach a broader audience of consumers and even retail buyers, it launched a website and became a RangeMe Pro subscriber. 

That’s when things got a little … weird. 

Let’s just say website searches for Naked Chicks Pastures pulled up A LOT of unwanted results. And on RangeMe, buyers searching for honey-based food and beverage products may have been a tad bit confused when …

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